The product is the search. Business cards, roller banners, a specific poster size, wedding stationery: each is a page, each has a quantity attached, and a general printing page competes for none of them.
Urgency changes the competition entirely. Same day and next day narrow the field to whoever is nearby and open, and those searches convert with almost no comparison.
Events have immovable dates. A conference, a wedding, a market stall or a shop opening produces printing that has to arrive, and those customers pay for certainty rather than for the lowest price.
Repeat business is quieter and larger. A company ordering the same items every quarter is worth more than any number of one-off jobs, and those searches are about accounts and stored artwork rather than about price.